Dreaming of red mansions: brand experience, emerging stories and the digital world
Lee RyanAsia Pacific – Latin America – Middle East & Africa (ALM), TNS, Singapore
Lisa LiResearch Manager, TNS, China
INTRODUCTION
“Who can guess the outcome of a game of chess? Incense burned out, tea drunk – it's still in doubt. To interpret the signs of prosperity or decline, an impartial onlooker must be sought out.1
Historically some of us have experienced global research studies which have viewed asia as underdeveloped western markets; or have fitted findings into a western paradigm. However increasingly we...